From Family Apprentice to Global Founder: The Hard-Won Journey of Kris Avakian and Black Suede Studio
In the dazzling world of fashion, stories of overnight success are often just that—stories. The reality is a landscape carved by grit, dedication, and an education earned not in a lecture hall, but in the bustling chaos of warehouses, the high-stakes pressure of boardrooms, and the intricate dance of international manufacturing. For Kris Avakian, the visionary founder and president of Black Suede Studio, this path was his entire world long before his brand became a staple in the closets of style icons. His Entrepreneurial Journey from a behind-the-scenes apprentice in his family’s jewelry business to the helm of a global fashion powerhouse is a testament to the idea that true success is built, not found. Now, as he expands his brand back into the world of jewelry, his story comes full circle, fueled by a reservoir of hard-won experience.
The Foundations of an Empire: Forged in a Family Business
Every great entrepreneur has an origin story, and Avakian’s is deeply rooted in the rich soil of his upbringing in Montreal. Raised in a close-knit Armenian family, the dual spirits of creativity and entrepreneurship were not just encouraged; they were the very air he breathed. His family operated Axesory Source, a formidable company that was the silent engine behind the accessory collections of some of the world’s most prominent retailers. Imagine the sheer scale and pace required to design and supply jewelry for giants like Zara, Aldo, Forever 21, Charlotte Russe, and Wet Seal. This was Kris Avakian’s classroom.
Learning from the Ground Up
While his peers might have been working typical teenage jobs, Avakian was receiving a masterclass in the anatomy of a product-driven business. “My first real job was working in our family’s accessory business, where I learned everything from the ground up,” he reflects. This was no symbolic apprenticeship. He was on the front lines, packing orders in the warehouse, feeling the weight and texture of the products he would one day design. He was a fly on the wall in critical sales meetings, absorbing the language of negotiation, trend forecasting, and client relations. He was an active participant in product development, learning the delicate balance between creative vision and commercial viability. He traveled to sprawling trade shows, witnessing firsthand how the industry’s pulse is taken and how relationships are forged.
“It gave me a deep understanding of work ethic, attention to detail, and what it truly takes to build a product-driven business from the inside out,” Avakian states. This immersive education, paired with a formal business degree from Montreal’s Concordia College, created a unique and powerful foundation. He didn’t just understand the theory of business; he understood its physical reality—the logistics, the labor, and the relentless pursuit of quality.
The China Crucible: A Masterclass in Global Manufacturing
In 2014, the Avakian family business undertook a monumental evolution. Rebranding as The Jewelry Box, they made the strategic decision to shift their manufacturing operations to Qingdao, China. This was not a simple outsourcing move; it was a commitment to vertically integrating their supply chain. For Kris, this meant leaving the comforts of Montreal behind and relocating to China for two years. This period would become the single most transformative chapter of his professional education.
A Crash Course in International Business
Tasked with helping his family establish a factory from the ground up, Avakian was thrown into the deep end. He wasn’t just overseeing a process; he was building it. This meant navigating the complex tapestry of cross-cultural collaboration, bridging language barriers, and adapting to entirely new business customs. He was instrumental in creating and implementing rigorous quality-control systems, ensuring that the standards of excellence established in Canada would be meticulously replicated thousands of miles away. He helped structure a fully functional export office, mastering the labyrinthine logistics of international trade.
“It was a crash course in international business, manufacturing, and cross-cultural collaboration,” he admits. “Skills that have been invaluable in launching and scaling Black Suede Studio.” This experience in China demystified the global supply chain for him. He learned how to source materials, manage production timelines, and, most importantly, how to scale a business for mass retail without sacrificing quality. This was the crucible that forged his expertise, transforming him from a knowledgeable apprentice into a seasoned global operator.
A Bold New Direction: The Genesis of Black Suede Studio
Armed with a profound understanding of design, production, and global logistics, Kris Avakian was ready to step out on his own. But he didn’t take the expected path. Instead of launching another jewelry or accessories line, he pivoted. He identified a gap in the market for high-quality, fashion-forward footwear that was both luxurious and accessible. In 2018, from his headquarters in Montreal, he launched Black Suede Studio.
From Footwear to a Global Phenomenon
The debut collection was a masterstroke, a curated wardrobe of shoes that felt as if it were designed for the modern-day Carrie Bradshaw—chic, versatile, and unapologetically stylish. The brand’s ethos was clear from the start: to create timeless essentials that empower confidence with every step. This wasn’t just a tagline; it was a direct result of his deep knowledge of what modern women wanted.
The industry took notice. Thanks to the network he had built and the scaling expertise he had perfected in China, Black Suede Studio experienced meteoric growth. The brand quickly secured its place on the shelves of the world’s most prestigious retailers. Today, it can be found in over 70 global destinations, including Neiman Marcus, Nordstrom, Saks Fifth Avenue, Bloomingdale’s, Galeries Lafayette, Harvey Nichols, and influential e-commerce platforms like Revolve, Kith, and Shopbop. This success was no accident; it was the direct payoff of years spent learning the intricate mechanics of the retail world.
Coming Full Circle: The Unveiling of a Jewelry Legacy
With Black Suede Studio firmly established as a footwear authority, Avakian felt a pull to return to his roots. The expansion into belts and, most significantly, fashion jewelry, marks a full-circle moment for the founder. This is not just a product category extension; it’s a deeply personal project, infused with memory, meaning, and a distinct design philosophy.
Inspired by a Mother’s Elegance
The seed for Avakian’s passion for accessories was planted long ago, in his childhood fascination with his mother’s style. “She always had an effortless sense of elegance,” he recalls fondly. “I remember being fascinated by how a single pair of earrings or a delicate chain could completely elevate her look. It could be the simplest outfit, but the right accessory gave it a new life, a new personality.” This was his first and most enduring lesson in the transformative power of adornment. “Even when they are subtle, they can hold meaning and transform a person’s presence.” This memory is the emotional core of the new jewelry collection, a desire to give every wearer that same power of transformation.
The Philosophy of Modern Adornment
Avakian’s approach to jewelry design is a direct reflection of his brand’s overall ethos. “I design with versatility in mind,” he explains. “Less is better. Each piece should carry meaning and elevate your everyday style.” This philosophy translates into a collection that is both minimalist and geometric, defined by clean lines and timeless shapes. The pieces are crafted in 18k gold- and rhodium-plated brass, offering a luxurious feel and lasting quality that remains accessible.
The intention is for these pieces to become a seamless part of the wearer’s life. “Pieces should be able to be worn alone for a subtle statement or layered for a more dramatic effect. They should feel just as right dressed up for an evening out as they do with a simple t-shirt and jeans,” Avakian notes. He wants his jewelry to empower customers to take any outfit and make it feel bolder, more personal, and more interesting.
The Vision for Tomorrow: Crafting a Timeless Lifestyle Brand
For Kris Avakian, the launch of the jewelry line is not an endpoint but another significant step in a much larger journey. His ambition extends far beyond individual product categories. “It’s about a broader vision to create thoughtful, timeless essentials that empower confidence with every step,” he says, elegantly tying the philosophy of his footwear to his new creations.
The Future is Fine: A Glimpse into What’s Next
While the current collection captures the essence of modern fashion jewelry, Avakian already has his sights set on the next frontier: fine jewelry. This eventual move into precious metals and gemstones is a natural evolution for a brand built on the principles of timelessness and quality. It signals a commitment to creating true heirloom pieces that can be cherished for a lifetime, further solidifying Black Suede Studio’s position as a comprehensive lifestyle brand.
Kris Avakian’s story is a powerful reminder that in the world of fashion, the most enduring brands are built on a foundation of substance. His journey through every facet of the industry—from the factory floor to the global stage—has imbued him with a rare and holistic perspective. Black Suede Studio is not just a collection of beautiful objects; it is the culmination of a life’s education in craft, commerce, and the unwavering belief that the right details can transform everything.
